Orchard Valley Harvest was undergoing a reformulation of their Chickpea Chips products with new, deliciously crunchy and bold flavors. The brand thought it was the right time to overhaul their packaging in order to appear more snack-able, fun, and flavorful, and recognized the opportunity to break free from their consistent, templated brand look across every category. In other words, they wanted to put the fun back in healthy snacks.

With the initial product launch being e-commerce only, before gaining leverage to enter retail, we needed to hit hard with product visibility and appetite appeal to help create an impactful impression, especially when being viewed as a small thumbnail image via e-commerce websites such as Amazon.

The design solution delivers on the promise of bold flavor and intense crunch in an unexpected manner in the better-for-you snack category. A casual, proprietary and own-able product name highlighting the chickpea source grounds the product in its natural roots, while larger-than-life chip photography and flavor imagery shows off the crunchy texture and offers mouth-watering appetite appeal. A series of super-saturated colors were chosen to dramatically segment the product lineup, and break through and disrupt the category, allowing Orchard Valley Harvest Chickpea Chips to jump off the shelf and demand attention as a casually fun and flavorful healthy alternative to traditional salty snacks.

This redesign proved successful. Chickpea Chips quickly became an Amazon’s Choice Product based upon being highly rated, well-priced and available to ship immediately.